Resolving a customer complaint isn’t just about handling the issue, it’s the way you handle the issue. Customer satisfaction and customer retention depends on it. Here is how one unsuspecting restaurant lost a customer for life.
My family and I were on a weekend getaway in northern Michigan and stopped in at a restaurant to enjoy some dinner. Since I have a younger child, we always get the child’s menu plus some regular menus. My daughter ordered the fish and chips off the children’s menu for $ 4.99. My husband and my older son ordered the fish and chips off the regular menu for $14.99. It was a nicer restaurant right on the water and we were really enjoying the experience. The server engaged us and was quite attentive.
When the meals arrived, we instantly were put off. My daughter’s plate had one piece of fish and french fries. My husband’s and son’s plate each had two pieces of fish identical to my daughters and french fries. We could have ordered two children’s meals each for my husband and son, received the same amount of food, and saved $ 4.99.
In the first place, the pieces of fish were not that large and was not enough to satisfy anyone that would order a meal off the regular menu. The second issue was the price difference did not justify the quantity of food.
The server graciously sent the manager to our table. We explained how we thought there would be a bit more fish on the plate, especially due to the price. We explained the math I presented above. Her response was “I’ll get you some more fish. I don’t want you to leave hungry.” When she returned, she provided only one piece of fish for my husband, not for my son. When we asked for him to have another piece as well, she agreed but was clearly irritated.
My point is this… When customers voice a concern, really try to understand it. Customers have a level of expectation that they internally monitor based on the type of store/restaurant/facility factored in with occasion and price points. While some customers are unreasonable, most are not. Most simply want to be understood and typically have a very good point that deserves to be considered.
While this manager “solved” the problem by bringing more food, she failed to understand the issue from the customer perspective. The feeling that was in our minds was that we were trying to get something for nothing or receive special treatment. She didn’t try to understand that there simply was not enough of the protein on the plate to satisfy anyone over the age of 14, aside from the fact that it was simply double the child’s portion at triple the cost.
While everything else about the restaurant really was very nice, we were left with such a sour taste in our mouths, there is no way we will ever go back there.
Now, we fell into the typical business to customer situation. We didn’t tell the manager that we were so disappointed for two reasons – 1) We were really enjoying ourselves otherwise and didn’t want to spend more time there than necessary. 2) We didn’t think she would ever get it.
How many of you, as business leaders/owners/and managers really train your teams to understand and resolve customer complaints? How many of you train your teams about not just what to do, but how to do it? This customer complaint lack of resolution altered our ultimate customer experience.
I’d love to hear your thoughts. Please share below.